In 2014, traces of an unusual survey, connected to Facebook, began appearing on internet message boards. The boards were frequented by remote freelance workers who bid on “human intelligence tasks” in an online marketplace, called Mechanical Turk, controlled by Amazon. The “turkers,” as they’re known, tend to perform work that is rote and repetitive, like flagging pornographic images or digging through search engine results for email addresses. Most jobs pay between 1 and 15 cents. “Turking (...)

Psychologist Michal Kosinski developed a method to analyze people in minute detail based on their Facebook activity. Did a similar tool help propel Donald Trump to victory? Two reporters from Zurich-based Das Magazin (where an earlier version of this story appeared in December in German) went data-gathering.

On the same day, a then little-known British company based in London sent out a press release: “We are thrilled that our revolutionary approach to data-driven communication has played such an integral part in President-elect Trump’s extraordinary win,” Alexander James Ashburner Nix was quoted as saying. Nix is British, 41 years old, and CEO of #Cambridge_Analytica

His company wasn’t just integral to Trump’s online campaign, but to the UK’s Brexit campaign as well.

What Kosinski did not know at the time: SCL is the parent of a group of companies. Who exactly owns SCL and its diverse branches is unclear, thanks to a convoluted corporate structure, the type seen in the UK Companies House, the Panama Papers, and the Delaware company registry. Some of the SCL offshoots have been involved in elections from Ukraine to Nigeria, helped the Nepalese monarch against the rebels, whereas others have developed methods to influence Eastern European and Afghan citizens for NATO. And, in 2013, SCL spun off a new company to participate in US elections: Cambridge Analytica.

“Pretty much every message that Trump put out was data-driven,” Alexander Nix remembers.

Our smartphone, Kosinski concluded, is a vast psychological questionnaire that we are constantly filling out, both consciously and unconsciously.